Under 18s will soon be banned from buying energy drinks with high caffeine levels after a high profile media campaign.

A 12-week parliamentary consultation was launched today (August 30) into making it illegal for children to buy energy drinks, in an attempt to tackle childhood obesity.

It will investigate whether sales of energy drinks can be restricted to over 16s or over 18s, much like the restrictions on purchasing cigarettes and alcohol.

It comes after the Can It! campaign waged by TV chef Jamie Oliver and backed by The Mirror.

'They even say 'not for children' on the labels'

Welcoming the plan, Jamie said last night: “We have a massive problem with kids and energy drinks.

“Too many children are regularly using them to replace breakfast.

Jamie Oliver has called for a ban on energy drinks for children (Image: Tim P. Whitby/Getty Images)

"Teachers from across the country have told me how their lessons are disrupted in classrooms because of these drinks, packed with stimulants.

“The energy drinks industry has never thought these products were suitable for children.

"They even say ‘not for children’ on the labels! The sale to kids should be stopped as soon as possible.

“It’s really great news that the government is announcing their intention to stop selling these drinks to kids.

“I’m sure parents and health experts across the UK will happily tell the government this is the right thing to do.”

'Childhood obesity is one of the greatest health challenges this country faces'

Announcing the plan during her three-day trip to Africa, Theresa May said in Nigeria: “Childhood obesity is one of the greatest health challenges this country faces, and that’s why we are taking significant action to reduce the amounts of sugar consumed by young people and to help families make healthier choices.

Energy drinks like Red Bull could be illegal for under 18s to buy

“Our plans to tackle obesity are already world-leading, but we recognise much more needs to be done and as part of our long-term plan for the NHS, we are putting a renewed focus on the prevention of ill-health.

“With thousands of young people regularly consuming energy drinks, often because they are sold at cheaper prices than soft drinks, we will consult on banning the sale of energy drinks to children.

“It is vital that we do all we can to make sure children have the best start in life and I encourage everyone to put forward their views.”

How could the ban work?

The consultation proposes that a ban would apply to drinks containing more than 150mg of caffeine per litre.

It would cover popular products like Red Bull and Monster, which are packed with caffeine.

One 250ml can of energy drink typically contains around 80mg of caffeine – the equivalent of nearly three cans of cola. Some energy drinks also contain exceptionally high levels of sugar.

Energy drinks contain high volumes of caffeine and sugar

On average, they have 60% more calories and 65% more sugar than other regular soft drinks.

Experts blame them for fuelling obesity and tooth decay among kids, with more than two thirds of 10-17-year-olds and a quarter of six-to-nine-year-olds guzzling energy drinks.

Potential punishments for shops which sell them to underage youngsters would be thrashed out later. But officials expect local Trading Standards inspectors would enforce the restrictions, possibly using sting operations.

Sources pointed out businesses already operate age restriction policies for other products, such as alcohol, cigarettes, fireworks and scratch cards.

They believed age restrictions on sales of energy drinks should not cause “practical problems” for retailers.

Health officials welcomed the consultation on a ban, which would apply to England.

Public Health England chief executive Duncan Selbie said: “Children do not need energy drinks to get through the day – they offer nothing more than unnecessary sugar.

“Restricting the sale of these drinks is another bold step needed to turn the tide on childhood obesity.”

'No evidence of nutritional value'

Royal College of Paediatrics and Child Health President, Professor Russell Viner, said: “There is no evidence that energy drinks have any nutritional value or place in the diet of children and young people.

“It’s therefore worrying that so many young people are buying these drinks at low prices and consuming them on a regular basis.

“The growing market for energy drinks and potential for harm to children and young people clearly warrants further scrutiny.

“That’s why we’re pleased to see Government take action on this and other measures to tackle childhood obesity and improve children’s health.”

Under the Government's Childhood Obesity Plan, ministers will also consult on introducing calorie labelling on menus in restaurants, cafés and takeaways; curbing TV and online advertising restrictions on foods high in fat, salt and sugar; and restricting in-store promotions on unhealthy products.

Experts believe energy drinks contribute to childhood obesity

'Children are children until they reach 18'

National Obesity Forum chairman Tam Fry said: “It is astounding that the government feels that a consultation is required.

“It has been told for years that these drinks a quite unsuitable for children even if they play a lot of sports.

“We need a Government that leads rather than going cap in hand to the court of popular approval since your average man-in-the-street knows little of the danger that these drinks are to young people.

“If there is anything to be said in support of the announcement, it is that that N0 10 has finally recognised that children are children until they reach age 18."